In a bid to provide a new solution built to help brands navigate the increasingly complex and scaled commerce landscape, Interpublic unveils ASC platform for brands.

The ASC platform seeks to navigate commerce complexity with AI, leveraging automation and artificial intelligence to achieve what manual processes cannot.

The new offerings will be led by Interpublic’s Chief Commerce Strategy Officer, Dr. Jeriad Zoghby, who joined IPG in 2023 from Accenture, bringing with him a wealth of experience in designing and implementing large-scale enterprise systems across diverse sectors.

Agentic Systems of Commerce (ASC), a new tool designed to optimise digital commerce performance, tracks data signals for individual products and their competitors down to the SKU and store level.

It generates actionable insights that help brands improve both sales and profit margins across online retail platforms by analysing consumer searches, digital shelf placement, product content, pricing, and inventory levels.

The platform is currently being piloted by nearly two dozen brands, with early results pointing to double-digit increases in impressions and sales.

Philippe Krakowsky, CEO at Interpublic, said: “Agentic Systems for Commerce can help brands compete and succeed in an evolving and demanding marketplace and flatten the cost curve associated with the complex commerce landscape”.

To boost commerce performance, ASC taps into Interpublic’s proprietary agentic system and draws on data from Intelligence Node, the transaction analytics company the group acquired earlier this year.

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According to Dr Jeriad Zoghby: “We’re seeing strong early momentum with ASC. Over 20 CPG brands have already deployed our agentic commerce system. This quick adoption demonstrates our clients’ recognition that today’s commerce environment demands more than tools, even AI-enabled ones”, he said.

However, he added that brands now require integrated agentic systems capable of autonomously capturing market-wide signals, pinpointing performance opportunities, and executing in real-time, empowering them to operate with the speed, precision, and agility demanded by today’s commerce landscape.

ASC signals a significant shift for sales and marketing teams, moving away from fragmented tools toward intelligent, integrated systems. The platform is designed to help brands shift from reactive to adaptive operations, delivering unified, financially aligned performance across the entire commerce ecosystem.